We believe it’s a kind of convergence 2.0, as opposed to just simply allowing voting. We’re really connecting a digital vertical network with an actual TV network. Even though these sites are created independently of the show, obviously the idea is that there would still be some carry-over between the two.

We may do many more. The beauty of this is there’s low barriers to entry. It doesn’t cost much to put them up. They can live all the time and you can constantly feed them, whether it’s repurposing TV, video or text-based content that our audience has expressed interest in that we don’t always serve on TV. I might not be able to get to spirituality on VH1 or MTV, but we’ll have a way for people who have similar feelings to connect with each other and create their own micro-communities.

There’s a bunch of niche sites out there. People don’t talk about them because there’s the sites like YouTube and MySpace who have tens of millions of unique visitors. But if you [can] aggregate a bunch of the small, special-interest sites around things of interest to our audiences, like skating culture and tuner culture around cars, for both the MTV and CMT audience …